Description

The digital age brings new challenges to marketers. Those challenges include shifting attention away from incrementally improving their existing portfolio of product, customer service, and branding initiatives, towards finding new, latent, invisible needs that represent an opportunity for the firm to reframe customer value and establish the firm’s future relevance and uniqueness.

In this 3-day program, we lay out the framework for mastering leadership in a world of digital disruption. This program examines the key trends impacting the marketer’s role today. It provides practical frameworks and methodologies for managing the core marketing tasks in the context of digital enablement.

Understand the New Realities and Challenges of Competing in a Digital World
Take a deep dive into the world of digital disruption. Understand its causes and consequences across multiple industries and the new realities and challenges of managing marketing strategies and competing in a digital world.

Grasp the Role of Customer Franchise in Driving Market Leadership
Help your organization better understand, connect with, and engage the firm’s target customers in ways that build enduring customer loyalty.

Examine and Apply New Digital Strategies
Learn the building blocks of an effective digital leadership strategy, how to identify and respond to the risk of value migration, what it takes to deliver differentiated customer experiences, and the role of customer franchise in business success.

Experts

Dr. Peter C. Wilton teaches strategy, innovation, and marketing at the Haas School of Business, University of California, Berkeley. He has also served as a Visiting Professor at the Graduate School of Business at Stanford University, and on the faculties of Duke and Purdue Universities in the Uni...

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